Transcript

1.
March 4, 20111Social Networking Clients & Projects Overview

2.
Questions about this PresentationWhat is this presentation?This deck presents an overview of the social networking, social media, and community projects completed by Common Knowledge in conjunction with our nonprofit clients.Over what period of time were these projects completed?We have been actively engaged in developing, promoting and managing online communities since 2006. The first of these sites launched in December 2006 and most are still live and continuing to expand today. What is NOT presented here that you should know?This is an overview. It highlights the work that we’ve done, but it does not begin to describe all of the strategy, best practices, processes and methodology incorporated into this work by Common Knowledge for our clients.March 4, 20112

30.
Arthritis FoundationMarch 4, 201123Once again the discussion groups play an integral role in attracting and engaging Lets Move Together community members.Note the same software platform for discussion groups here as with RAConnect. It is important for Arthritis Foundation that all of their community sites be dual-branded – for the particular site/community and for AF more generally.

31.
Arthritis FoundationMarch 4, 201124One of the Lets Move Together “citizen bloggers”.Part of the blogging strategy is to recruit and promote a limited number of “everyday citizens” living with Arthritis. They share their experiences and act as role models for the community.

42.
Fairdebate.orgFederation for American Immigration Reform March 4, 201135

43.
Federation for American Immigration ReformMarch 4, 201136PurposeEngage young audience in the immigration reform debate.MessagingThe growing American population (from immigration) is threatening the environment. Get Involved. Make a difference.AudienceMillenialsFeaturesProfiles, rich media, discussion, ask the expert, mobile, etc.FAIRDebate.org: FAIR wanted to engage the next generation in the immigration reform debate in a way that would resonate for them – stylistically, technologically, and via suitable messaging.

45.
Sierra ClubMarch 4, 201138Purpose“Go-to” destination for content and community related to climate change.MessagingA Cool Place to Connect AudienceEnviro’s;Gen-X & BoomersFeaturesProfiles, photos, video, blogs, discussion, expert content, recipes, local events, and more.Climate Crossroads is one of four social networking communities from Sierra Club.

46.
Sierra ClubMarch 4, 201139The site features four content areas: Explore, Enjoy, Protect …and Connect. (the first three are in SC’s tag line).This page is the “Enjoy” section where Sierra Club repurposes consumer-oriented climate change content from its many properties– Sierra Magazine, Sierra Radio, Sierra Club Blogs, Green Life eNewsletter, Insider eNewsletter, along with a “roundup” of daily news in the form of an automated newsfeed, and recipes for sustainable living.This page, like many pages on the site intelligently cross-promotes other site sections to maximize site visit duration.

47.
Sierra ClubMarch 4, 201140This page is the “Protect” section, focusing on citizen advocacy.The center-column content is individual e-actions related to climate change – all sourced from Sierra Club (for now).Over time, the intention is to partner with other environmental nonprofits to present a broad cross-section of activity types and local events to engage site visitors.While the community function – environmentally-minded peers meeting, talking and interacting – is an important part of the site, the ability to produce real change against the goals of the climate change agenda is important.Jointly we’ve set the goal of having a 50/50 split between community and content/action. In other words, this is not uniquely a community site.

48.
Sierra ClubMarch 4, 201141Discussion groups which are used to connect members on key sub-issue areas.Increasingly, we find that the site is useful as a substitute or addition to campaign micro-sites as it facilitates quick and easy content management, interaction, discussion, and other tools. The Climate Crossroads team is promoting the site broadly on climate change, and in a very targeted manner, pulling in visitors on individual sub-issues like coal mining/energy, nuclear energy, sustainable farming, green products, etc.

51.
Sierra ClubMarch 4, 201144Purpose-built community site with messaging, content, style and creative all tuned for the target demographic – college students.Issue areas, content, and community building/management are all coordinated by students.This site leverages the same base social networking software and CRM solution (via single sign-on) as Climate Crossroads.

53.
Sierra ClubMarch 4, 201146PurposeProvide the largest collection of hikes and hikers in the U.S.MessagingShare your favorite places to hike, bike and paddle…Audience30-55+, hikers (initially)FeaturesHikes, wiki (hikes), profiles, photos, video, blogs, discussion, expert content, local events, and more.The unique challenge here is to stimulate enough interest to grow the database of trails which are all contributed by the community.

65.
March 4, 201149PurposeProvide content, community and services to parents of young children with special needs.MessagingSupport for parents of children birth to 5 years with special needs.AudienceParents & other caretakers of developmentally delayed childrenFeaturesProfiles, photos, video, blogs, discussion, expert content, services and more.

66.
March 4, 201150Parent ProfileMuch like Facebook, the AbilityPath community requires parents to create a profile with a minimum set of information about themselves.The community software further rounds out the profile by showcasing the groups, discussions, posts, photos, friends, etc. that this parent is connected to in the community.

67.
March 4, 201151GroupsThe Groups feature helps to segment the overarching audience of parents into useful sub-groups.Examples of sub-groups include geographical (ex. Parents in San Francisco), Diagnosis (Parents of Kids with Autism), or role (secondary caretaker – e.g. grandparents).

68.
March 4, 201152Blogs“Expert” blogs feature subject matter experts and are highlighted/promoted around the site.“Community” blogs are written by individual parents sharing their experiences. These blogs are presented with the parent’s profile.

69.
53Educational ContentOne of the high value components of the site is educational content that helps parents to better care and advocate for their child’s health and education.This organizational content is purposely intermingled with the community – members, member content.

71.
March 4, 201155PurposeCommunity of students and student groups supporting Operation Smile with local events and fundraising.MessagingYou have the power to change a life.AudienceKids, K-8th, High School, and UniversityFeaturesProfiles, photos, video, blogs, discussion, expert content, services and more.

72.
March 4, 201156K thru 8th Grade One of three student communities within the OS Central web site, the K-8 serves and supports the work of the younger OS supporters in the local club work and their interface with Operation Smile national.

73.
March 4, 201157Get InvolvedThe site effectively recruits site visitors by immediately engaging them with calls-to-action and information about the online communities and the work and benefits of participating in a local Operation Smile student club.

113.
MVACMarch 4, 201191ClientOperation SmileProjectMVAC(Mission Volunteer Action Center)DescriptionMVAC is a volunteer acquisitions, credentialing, and management system within a volunteer community.The community serves prospect volunteers, volunteers preparing for their medical mission, and the more than 10,000+ medical volunteer alumni.

137.
International Fund for Animal WelfareCommunity Montage: Featured on the homepage; when visitor mouses over each cell in the montage, the Flash module displays the short profile for each member of the community.Short Profile: Includes first name, last initial, city, country, testimonial – why I think the seal hunt is wrong, and should be stopped.March 4, 2011115

141.
International Fund for Animal WelfareMarch 4, 2011119Photos from the ice, helicopter sand the boats taking part in the seal hunt. Very compelling and sometimes difficult images.Commercial social media channels leveraged for additional exposure (YouTube, Flickr).Video footage from the field reporting on the seal hunt as it unfolds in real time.